Hilton Says: Make New Memories, Instead of Being Nostalgic

Google Photos is using AI to help automatically select your best photos every month to print and mail to you. Fisher-Price created an Instagram virtual toy museum to capitalize on what some industry publications are calling the “consumer nostalgia trend.” It’s true, we do seem to be retreating backward into our own lives. Movies, video games and experiences from our past are all being recreated (or at least repackaged). But what about new memories?

Inspired by a survey of Americans that found travel was people’s most frequently recalled happy memory, Hilton decided it was time to try and fill this “travel memory deficit” by trying to entice people to dream of traveling again. Their “To new memories” campaign aims to spotlight those moments of reconnection that people have been missing over the past six months. It’s a smart strategy, no doubt aided by the fact that most Americans live somewhere near a Hilton, since another survey found that when people do start vacationing again, they are most likely going to do it close to home.